The NEW Rejuvenating Night Cream
The night category was fast becoming the space to own. Crème de la Mer had always been beloved as a day and night cream, but as other luxury beauty competitors gained market share, it was time for La Mer to create its own sleep-optimized healing moisture. To launch La Mer’s first-ever night cream, we tapped into the science of sleep and created an active dreamscape that’s anything but drowsy to show that when you power down, The New Rejuvenating Night Cream powers up.
LAUNCH FILM
A vortex of the ocean at night swirls around the new night jar to launch the viewer into a waking dream of sleep-activated ingredients and high-powered results.
INSTAGRAM CLAIMS STORY
We cue comprehensive anti-aging at the speed of night with 4 frames and 2 key claims. We prioritized higher-percentage sensory claims in Western markets and more moderate clinical percentages in Eastern markets based on consumer insights.
INSTAGRAM INGREDIENT STORY
In the retinol-obsessed West, we highlighted MRA-3—La Mer’s breakthrough marine retinol alternative—for its ability to deliver all the retinol results sans the irritation.
WEBSITE
With product as hero, we went all-in on benefits, claims and reasons-to-believe to get consumers to click “shop now”.
